How Data Science Empowers Performance Marketing & SEM

Throughout the last decade, the life of the modern-day search engine marketer has become centered around data and artificial intelligence (AI) applications. Debates and dialogues around AI subsets, machine learning and data science, and how exactly they affect the workings of the industry continue to multiply. With everything from clicks to swipes, tweets to likes, we are today compiling information at an unprecedented rate. For companies, all of this data brings new opportunities. Up until just a few years ago, businesses of all sizes were in a position to decide whether they wanted to use data to gain a competitive advantage in their respective marketplaces.